The model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. Central route processing involves a high level of elaboration. How Emotion Influences Attitudes and Persuasion, Psychological Research & Experimental Design, All Teacher Certification Test Prep Courses, The ABC Model of Attitudes: Affect, Behavior & Cognition, Implicit vs. In this case, the audience investigate the messages content, rather than just reading through it. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. For example, imagine that youre approached at the supermarket and asked to sign a political petition. The model gives you a framework by which you can assess how best to persuade someone. Impression Management: Festinger's Study of Cognitive Dissonance, Post-Decision Dissonance & Counterattitudinal Advocacy, How to Disagree with the Group: Examples of Idiosyncrasy Credits, The Effects of Framing on Consumer Behavior, Prejudice in the Classroom: Jigsaw Groups. Meanwhile, someone who has little to do with soda on a day-to-day basis may be more likely to evaluate the canvassers argument objectively, given that they have few ties to the issue. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. However, someone who is especially health-conscious might have a higher level of elaboration on this issue, so they might not find this ad especially convincing. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. ABSTRACT - The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. elaboration likelihood model pros and cons. Even if we want to elaborate, it can be difficult if we dont have the ability. Try us for free and get unlimited access to 1.000+ articles! When elaboration is lower, were more likely to be persuaded through the peripheral route. Persuasion happens internally, which means that no one can persuade anybody with a certainty of success. 1. reciprocation - "you owe me"- ppl say yes to those they owe 2. consistency and commitment - "we've always done it that way"-people want to be seen consistently; 3. social proof - "everybody's doing it" - more likely to do it- safety in numbers; 4. liking - "love me, love my ideas - ppl like others similar to them; 5. authority - "just . Generally, the greater the accessibility of the information supporting an attitude, the greater the likelihood that the same attitude will be reported over time, given that people consider their prior knowledge before assessing a new message (Petty & Cacioppo, 1986). Do your future self a favor and check out our course designed to help you achieve exactly that. This 5-week course will teach you everything you need to know to set up and then scale a small, part-time business that will be profitable regardless of whats happening in the economy. On 7th November 1991 US basketballer Earvin 'magic' Johnson JR announced that he was HIV positive. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. ), fine-tuning the image as we move on to focus on the visuals. Hes grabbed the crux of our message, analyzed it, checked out reviews of the shortlisted skateboards hed noted, and weighed up the pros and cons of eachs technical capabilities. The elaboration likelihood model, first devised by Richard E. Petty and John T. Cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently and how these processes change attitudes and consequently behavior. . Is it possible to use both processing routes? Author/Copyright holder: Davidvfu1. The Elaboration Likelihood Model ( Petty and Cacioppo, 1986 ), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. The two factors that determine which route to persuasion someone takes are motivation and ability. Communication, and therefore persuasion, occurs frequently in daily situations. What is an Adjustment Disorder? The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). succeed. Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. Now, he wants as many shortcuts as he can to achieve his goal: get a skateboard that he can learn with but which doesnt look like a learners skateboard. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. Ultimately, Petty and Cacioppo (1981) created the elaboration likelihood model as a general theory of attitude change a comprehensive framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. This is crucial to understand the message. Lets say that Ben, 14, has just moved to a new city and started a new school. This quiz and worksheet allow students to test the following skills: Reading comprehension - ensure that you draw the most important information from the related Elaboration Likelihood Model . Be the first to rate this post. This influence can be used positively or negatively. When elaboration is higher, people use central route processing requiring conscious cognition. 105 lessons Its connected to swindling or to being confronted with things people arent asking for. The peripheral route processing is weak, and the recipients engagement is low. Obviously, you would probably not want the tuition to increase. A woman brainstorms in front of a whiteboard. Nous joindre; O trouver nos produits ? | 9 Positive or negative cues youve picked up. The elaboration likelihood model of persuasion. These messages require an audience to really think about the message, perhaps because the message is personally important to them. . In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. How do you think you can apply this theory in practice? Journal of personality and social psychology, 51(5), 1032. Have questions? In 9 chapters, well cover: conducting user interviews, helfare clothing matt jones The elaboration likelihood model has been an influential and widely-cited theory in psychology, and its key contribution is the idea that people can be persuaded of things in one of two different ways depending on their level of elaboration for a particular topic. Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. Some messages can trigger more mental processing than others. Reach us at hello@interaction-design.org Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Then she selects the option that she only wants to see results with four or more stars. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. The central route is powerful. usability, UX research, and many more! Central route processing requires your conscious thought and critical thinking. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? The danger element appeals to him. You can think of elaboration as referring to how much conscious thought you put into making a decision. You will examine and weigh up the information carefully before making your decision. Not every decision is equally important, and using the peripheral route for some of the issues that dont actually matter as much (such as choosing between two very similar consumer products) can free up mental space to weigh the pros and cons more carefully when we face a bigger decision. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. (2020, August 28). - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. For example, someone wanting a new laptop thats good but cheap is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: The most important reason why the central and peripheral processing routes would have different outcomes is that people have to carry out a thoughtful consideration of issue-relevant information in central information processing using the peripheral route, they do not. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. If one does not have either motivation or the ability to pay attention (it doesn't have to be both), the peripheral route to persuasion will be used. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Stay up to date with the latest practical scientific articles. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. The audience is not required to think deeply about the meaning of the message. Persuasion often has a negative reputation. The elaboration likelihood model, first devised by Richard E. Petty and John T. Cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently and how these processes change attitudes and consequently behavior. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument in which that family member is involved. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. On the other hand, people who don't drink soda (or soda drinkers who live in a city that wasnt considering adding a soda tax) would have lower levels of elaboration. It helps us explain how attitudes are formed and changed through persuasion. But if youre rushing to work or trying to load heavy groceries into your car, youre less likely to carefully form an opinion on the petition topic. Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986).